Abstract [en]

The average consumption per person has tripled the last 50 years (IGES 2010). The researchers argue that it depends on marketing and the constant message of that “the more you consume the more attractive and happier you will be”.According to Jordbruksverket (2016) there are multiple reasons as to why it is important to follow the development of meat consumption. The choices and decisions that we take when it comes to our meat consumption affect the climate and environment, our health, animal welfare, rural development and the global food security. Meat consumption increases both globally and in Sweden. The consumption affects several parts of the society and it needs to be more sustainable, especially from an environmental and climate perspective (Jordbruksverket 2013). The statistics indicates that the Swedish people' meat consumption increases, but the trend does not follow the same pattern for the ecological consumption of meat. The statistics displays that the current level of meat consumption does not uphold a sustainable level. As consumption of meat and its effect on the environment are of high relevance, this study focuses on the consumer’s consumption behaviour when it comes to meat consumption by applying Theory of planned behaviour (TPB).The purpose with this study is to seek explanations on what factors affects young adult’s consumption behaviour regarding their consumption of meat, and how their behaviour can be directed towards consuming more sustainable meat products or to a curtailment of meat consumption. This study can be of relevance for politicians, agencies or other organizations, academics and the Swedish people in general. The aim is that the results from this study can serve as a foundation for identifying solutions for the current mass-consumption of meat existing in Sweden. This research has conducted a qualitative research design and three focus groups interviews with four respondents in each group has been conducted, with men and women between 23 – 31 years old.The study shows that it is possible to apply TPB on meat consumption and also for determine the influencing factors in the participants' consumption of meat products. The study concludes that the main factors affecting young adults in meat consumption can be attributed to partners and existing information at the time of purchase.